By: Kailey Adametz
Tony Chen
Evelyn Cho
Quentin Humphrey
Ming Long Li
Nicholas Ponce
Selecting the Product
• Original Tart Flavor
• Product and Market development
• More reasonably priced for new and returning
costumers
• Make it more available
Situational Analysis: Historical Analysis
• Franchise of upscale frozen dessert restaurants headquartered
in Los Angeles, California; founded in 2005
• Over 100 stores mostly located in Southern California and New
York City
• 2007: expanded with $27.5M investment from Maveron, the
venture fund founded by Starbucks founder
• 2009: Opened first overseas branch in Kuwait
• A single Pinkberry store receives more than
1,500 customers per day and can bring in
$250,000 a month
Situational Analysis: Historical
Analysis
• Received complaints that their
products did not meet the
California Department of Food
and Agriculture’s definition of
frozen yogurt because it does
not contain the necessary
amount of bacterial cultures per
ounce
• Pinkberry altered its dessert
recipe to earn the right to be
call its product real yogurt and
received the Live and Active
Cultures Seal from the National
Yogurt Association in April 17,
2008
Situational Analysis: Industry Analysis
• Pinkberry focuses on a healthy alternative to sugary desserts
•
•
•
•
such as ice-cream
Pinkberry can be purchased online, order in the story, or get it
delivered
They offer catering and purchasing gift cards
Stamp cards: when you purchase 9 yogurts get the 10th one for
free
Use Pinkcard as a reloadable debit card
Competitor Analysis
• At Red Mango you are allowed to self serve and the
yogurt is by pound
• Variety of toppings that are also self served
• Debatably cheaper
• Pinkberry is not self served and has one set price
• Only toppings that can fit into one cup
• Cannot get many flavors at once
Market Research – Red Mango
Red Mango: 7.57
Customer Service
Price
Variety
Cleanliness
Rewards Program
Environment
Convenience
5
8
10
8
5
7
10
Market Research – Pinkberry
Pinkberry: 6.86
Customer Service
Price
Variety
Cleanliness
Rewards Programs
Environment
Convenience
10
5
5
10
5
7
6
Noteworthy Survey Results
Will you continue to go to Pinkberry if they increase their
pricings?
Yes 4
No
21
Is Pinkberry easily available in the area you live in?
Yes 5
No
20
Which frozen yogurt store do you prefer?
Red Mango 13/25
Pinkberry 4/25
Consumer Analysis
Elizabeth
30 year old making $68,000 a year
Lives in NYC
Hobbies include yoga and hiking
Objectives
• Encourage Brand Switching
• We ultimately want to craft a chain that cannot be imitated
with incomparable Brand loyalty from our consumers
• This can be done simply by inspiring brand switching from
our competitors with superb brand exhibition on our part
Objectives
• Make Consumers aware of our healthy dessert alternative
• We must make our consumers conscious of our treats with concise
campaigns
• With alluring advertisements and exceptional placement our team
can make the Pinkberry brand the peoples number once choice for
nutritious desserts.
• Sustain Brand Awareness
• Whether it is new social trends or innovative health developments
we want to stay up to date with our customers and their everchanging needs.
Strategy
• Pinkberry focuses on branding themselves
as real, healthy frozen yogurt
• They market themselves towards health
conscious individuals as well as college
students
Strategy against Competition
• Due to an increasing amount of frozen yogurt stores
popping up, Pinkberry needs to differentiate themselves
from them
Market Penetration
• They can promote eco-friendly packaging,
such as in their yogurt cups and to-go
containers
• Encourage health benefits of frozen yogurt in
advertisements
Market Development
• Pinkberry should not only focus on their target market, but
branch out to all different age groups as satisfying a
person’s sweet cravings in a less fattening way
• They should also open stores in new locations
• Pinkberry will open up a store on Fulton street near Pace
University and their other competitors such as Red Mango
and Strawberry Fields.
Product Development
• Pinkberry is currently providing new products to their
consumers
• They offer smoothies, yogurt in a cone, seasonal
flavors, and parfaits
Diversification
• A line of eco-friendly grocery bags
• Souvenirs with Pinkberry’s logo: can-openers, key-chains,
t-shirts, etc.
Product and Pricing Decisions
Targeting original tart flavor
Lower price:
Small - $3.50
Medium - $4.75
Large - $5.50
New location:
Fulton Street
Price and Location Advantages
• Current price of small is $5.50 in some stores; lower price
will draw in more of the college student target we are
aiming to appeal to
• We are targeting Pace University, so building a nearby
Pinkberry is essential; closest requires a subway ride
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